Santa is caught in a costume change in a new holiday commercial for Milano, Pepperidge Farm’s upscale cookie brand.

The ad, shared with Ad Age and to be released nationally on Dec. 9, kicks off the brand’s newly launched “Fancy a Milano?” message. It is set in a home where Santa and a helper elf encounter Milano cookies left for them. They seize on the idea that it makes a “fancy” snack, then proceed to raid a hallway closet in search of an outfit to match. Their exploration is interrupted by a confused little girl who appears at the foot of the stairs and delivers a zinger of a greeting.

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The commercial was created with agency partner Saatchi & Saatchi, and directed by Lena Beug.

The holiday season is Milano’s busiest of the year. Pepperidge Farm sells roughly 35 million packages of cookies during the 9-week holiday window, or roughly six bags every second, officials said. About 520 million cookies are sold overall in the nine weeks leading up to Christmas.

Distinguished by its silver-lined bag and fluted paper trays, Milano is positioned as “accessible fanciness,” according to Pepperidge Farm. The brand is celebrating its 65th anniversary this year.

Pepperidge Farm is a division of Campbell Soup Co. Company officials reporting quarterly earnings this morning said Pepperidge Farm sales increased in its fiscal first quarter, helping to offset declines of the Late July and Pop Secret labels in Campbell’s snack portfolio.

Milano teased the campaign on social media this week.

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